Building Your Social Presence Across The Web: Social Plugins and APIs - Simon Cross - Le Web Workshop - 12.9.10

Tuesday, December 14, 2010
Building your social

presence across the web
Social plugins and APIs
Simon Cross
Platform Partner Engineering

?
1 2 What is
Platform?
Marketing
Why should
Connects
you care?
People 3 Youdo
How Can
you
Connect
Implement?
at Scale
?
1 2 What is
Platform?
Why should
you care?
3 Youdo
How Can
you
Connect
Implement?
at Scale
The Web is about Friends.
In fact, the whole web is becoming social - it’s moving from a web of documents (a web of data) - to a web organised around
people - your Friends.
We see this happening again and again - products which are built around people, around their connections, around their
INTERESTS - grow faster, grow bigger and get better than the products which went before them.
At the center of this transformation is the Facebook Platform.

Your
Product
• The Facebook Platform brings the power of the social web right into your product.
As we’ll see - it can have a transformational effect on your users’ experiences..... and on
your business.
Today, we’ll give an overview of the Facebook Platform - what it can bring to your product, and
the tools which are at your disposal.
Facebook Platform
Your
Product
• There are 250 Million people worldwide already engaged with the Facebook Platform
every month
• Over 2 Million websites already use the Facebook Platform to make their experiences
deeply social... And we’re adding 10,000 sites every single day.
• A Million developers have already built social products using the Facebook Platform
• There are over 550 thousand social applications built on the platform - including some
of the fastest growing companies ever
Facebook Platform
Your
Product
550K+
Apps
on Facebook
every month
Facebook Platform
Your
Product
550K+ 1M
Apps Developers &
on Facebook Entrepreneurs
every month
Facebook Platform
Your
Product
550K+ 1M 2M
Apps Developers & Websites
on Facebook Entrepreneurs integrated
every month
Facebook Platform
Your
Product
550K+ 1M 2M 250M
Apps Developers & Websites Engaged users
on Facebook Entrepreneurs integrated
every month
?
1 2 What is
Platform?
Why should you

care?
Marketing
Why should
Connects
you care?
People 3 Youdo
How Can
you
Connect
Implement?
at Scale
Traffic Engagement Insights
• Three simple reasons...

• - helps you drive traffic to your site
• - makes people stay longer and engage more deeply
• - and provides you with unique tools to understand user behaviour, what works, and
what doesn’t.
• Lets look at a few examples....

Traffic
TF1: 600% increase in referrals

After integrating Login and Like buttons, referrals from Facebook have gone up over 600%.
Facebook has become a massive driver of Traffic for them

Engagement
Daily Motion: Video plays per user increased by 26%

• Through integrating Like & Login, Daily motion has see video player per user increase by 26%
Insights
Analyse, Optimise, Improve

Success comes from learning what works, and focusing on that.
Facebooks insights give you detailed analysis about how your content is being shared within Facebook, not just for your site
as a whole, but down to the URL level
?
1 2 What is
Platform?
Marketing
Why should
Connects
you care?
People 3 Youdo
How Can
you
Connect
Implement?
at Scale
• So, we’ve shown you what the Facebook Platform is, lets
look at how to get started
Social Graph Insights
Plugins API

Lets talk
- Social plugins are the easiest way to get started. one line of code, really east to get started
- The Graph API is the way to build social deeply into your product.
- Our insights tools help you see what’s happening to your content inside Facebook, and gives you feedback about
optimisations you make
Plugins API

Lets talk
- Social plugins are the easiest way to get started. one line of code, really east to get started
- The Graph API is the way to build social deeply into your product.
- Our insights tools help you see what’s happening to your content inside Facebook, and gives you feedback about
optimisations you make
Like Button

Lets start with the big one - the Like Button.
Since we launched in April this year - the Like button has started appearing all over the web. We serve well over 2 Billion like
buttons every day to over 2 million websites.
Like Button

Like Button

No Faces
Button Count
Box Count
With Faces

But the Like button is more than just the Like button - there are a few different versions - which are worth noting.
But the most effective version of the Like button is the standard version, but with added Faces.
Faces brings social context - its like walking past a restaurant and seeing your friends inside - if you see friends, you’re much
more likely to go inside
No Faces
Button Count
Box Count
With Faces

But the Like button is more than just the Like button - there are a few different versions - which are worth noting.
But the most effective version of the Like button is the standard version, but with added Faces.
Faces brings social context - its like walking past a restaurant and seeing your friends inside - if you see friends, you’re much
more likely to go inside
!"#$%&'()*+',(-&.,/!012,
10x Increase
6*3%'$"7(+'.8')05%-'
6*3%'$"7(+'.8("9')05%-'
0 1 2 3 4 5
!"#$%&'()')&*%+,-'./('/01%'2*3%,'0&452%'

In fact just ensuring your like button has Faces can transform your clicks, thus the amount of content shared,
When a user sees as more people like your content
As soon as people see 2 faces, as you can see, the change in CTR is dramatic...
By the time there’s 5 faces, users are 10x more likely to click the LIke button - think what that can do for your referral traffic.
The real estate needed to add Faces is worth it.
Example: La Repubblica uses the Like button on every one of their Serie A teams. The box says..
“Your Team on Facebook - Receive the news direct to your profile”
Juventus has had 101 Thousand Likes in just 5 weeks. Probably more by now.
Whenever La Repubblica publish a new story about a team (like Juventus) - they publish a story into Facebook which everyone
who’s liked that team may see - they’re using Like to drive people back to their site again and again - they’re using it like an
RSS subscription
Example: La Repubblica uses the Like button on every one of their Serie A teams. The box says..
“Your Team on Facebook - Receive the news direct to your profile”
Juventus has had 101 Thousand Likes in just 5 weeks. Probably more by now.
Whenever La Repubblica publish a new story about a team (like Juventus) - they publish a story into Facebook which everyone
who’s liked that team may see - they’re using Like to drive people back to their site again and again - they’re using it like an
RSS subscription
Activity Plugin
The Activity plugin shows what your friends have been doing on your site - and it can be filtered by section so it
works on your homepage, and subsectional homepages too
It can also include recommended content for the user based on their history, their likes, and what people in
general have been sharing from your site
Activity Plugin

Activity Plugin

Live Stream Plugin

The Live Stream plugin brings realtime conversation to your site.
It works best around live shared events - news, sport, entertainment TV. It can transform the time users spend on your site
during these events - and every action gets posted back to Facebook, which brings more people back to your site to share in
the collective experience.
Live Stream Plugin
Here, Sky News in the UK is using the Live Stream plugin to great effect during the announcement of the royal engagement.
This how this could work for you alongside political debates - with hosts in the studio taking questions from people using the
plugin - you can magnify the effect
Live Stream Plugin
Here, Sky News in the UK is using the Live Stream plugin to great effect during the announcement of the royal engagement.
This how this could work for you alongside political debates - with hosts in the studio taking questions from people using the
plugin - you can magnify the effect
developers.facebook.com/plugins

The Like button, Activity Feed and Live Stream are just some of our plugins. There are more now, and new ones on the way.
The social plugins are designed to give you the power of the Facebook Platform - quickly and simply.
The like button takes minutes to implement, and can transform your business. If you’ve already embedded the like button,
you should make sure you’re getting the best from it - look at the position, the size, and make sure you’ve added Faces and
Comments to get the most impact, and the most traffic back to your site.
[click]
To get started, and for more info just visit developers.facebook.com/docs/plugins
Plugins API

The Graph API is the way to build the Facebook platform deeply into your product.
When you design your product around people, their interests, and their friends - it can have a transformational effect on your
product.
Login with Facebook

And it all starts with one little button...
graph.facebook.com/me
graph.facebook.com/me/picture
graph.facebook.com/me/likes
graph.facebook.com/me/movies
graph.facebook.com/me/friends
graph.facebook.com/christian/likes
graph.facebook.com/christian/photos

GET graph.facebook.com/search?type=post&q=le+web
GET graph.facebook.com/search?
type=place&
center=48.903687,2.36632&
q=le+web
POST graph.facebook.com/me/feed?message=hello
POST graph.facebook.com/EVENT_ID/attending
POST graph.facebook.com/ALBUM_ID/photos

Here’s a great example: Spotify
Spotify have made their product truly social. Not only can i share music really easily back to
Facebook, but I can see my Friends, their playlists and their favorite artists and tracks right
here.
Its transformed the way I, and millions of users find and share music - and its all because of
Social.
The problem here is that theres just too much music in the world - the normal ways to
browse for music, by category or genre, break down at this level. What you need are Friends
to guide you through - by recommending you great content.
Spotify leverages the Facebook Platform to bring your real, trusted friends - deep into their
product.
Thanks to Facebook, 60% of their traffic now comes from Facebook - this is how the
Facebook platform powers Traffic, and once there, drive Engagement in your product.
This is a great example of a fantastic commerce integration.
Amazon take your friends, look at their birthdays, and for each of your friends, they
recommend you products to buy them for their birthday - based on THEIR likes!
Qype is the leading local reviews site into europe:
- 17 million unique users across 10 countries and 9 languages

- 1 million mobile downloads
Today, delighted to announce them as the first integration of Facebook places..
Vincent Wermus - Country Manager, France

Graph API
developers.facebook.com/docs/api

Plugins API

The Graph API is the way to build the Facebook platform deeply into your product.
When you design your product around people, their interests, and their friends - it can have a transformational effect on your
product.
Just one line of code...
<meta property="og:admins" content="YOUR_USER_ID" />

Export Insights Data
Manually download Insights

data to Excel or CSV
Connect Insights directly into

Insights API your own Stats system

developers.facebook.com/docs/insights

Traffic Engagement Insights
developers.facebook.com
• Three simple reasons...

• - helps you drive traffic to your site
• - makes people stay longer and engage more deeply
• - and provides you with unique tools to understand user behaviour, what works, and
what doesn’t.
•
Questions?
Simon Cross
Platform Partner Engineering

(c) 2010 Facebook, Inc. or its licensors. "Facebook" is a registered trademark of Facebook, Inc.. All rights reserved. 1.0

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Tuesday, December 14, 2010